Transmedia Storytelling and Creating a Regional Identity for Sustainable Tourism About Rajasthan – A Review
Future Tourism Trends Volume 2
ISBN: 978-1-83753-971-0, eISBN: 978-1-83753-970-3
Publication date: 1 February 2024
Abstract
Storytelling is increasingly becoming a popular tool for promoting local fairs, festivals, culture and heritage. It is also being used to boost regional economies and revitalise them. Storytelling involves recounting past events and emphasising their relevance to the current situation. It is a powerful way to communicate shared experiences and values from one generation to the next. By engaging in storytelling, local or regional fairs or festivals are able to subsidise the regeneration of their economy. Furthermore, storytelling can help to bridge the gap between the past, present and future, providing a sense of permanency and belonging. Transmedia storytelling, often called transmedia narrative, is a technique for integrating current digital technology to present a tale or story experience across several platforms and formats.
Rajasthan is a vibrant, colourful and lively region of India. It comes out on top regarding holidays, traditions and culture. It sparkles brighter when its festivals are taking place. Due to its festive atmosphere, they have played a significant role in Rajasthani culture. The state of Rajasthan is known for its warm hospitality.
The current study's objective is to investigate various regional festivals in Rajasthan that have helped to develop regional identity through transmedia and to understand the connection between regional festivals' storytelling and tourism. Our findings indicated a positive relationship between regional or local festival narrative and travellers' inclination to visit or return. Additionally, the local community develops a positive sense of itself due to these festivals.
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Acknowledgements
Acknowledgement
We want to acknowledge this chapter under the major research project entitled ‘Rural Community Development and Engagement through Rural Tourism: Strategies of Strengthening the Capacity of Rajasthan's Villages’ under Mahatma Gandhi National Council of Rural Education (MGNCRE), Department of Higher Education, Ministry of Education, Government of India.
Citation
Sharma, A., Arora, S. and Dash, D.N. (2024), "Transmedia Storytelling and Creating a Regional Identity for Sustainable Tourism About Rajasthan – A Review", Tanrisever, C., Pamukçu, H. and Sharma, A. (Ed.) Future Tourism Trends Volume 2 (Building the Future of Tourism), Emerald Publishing Limited, Leeds, pp. 239-251. https://doi.org/10.1108/978-1-83753-970-320241015
Publisher
:Emerald Publishing Limited
Copyright © 2024 Anukrati Sharma, Shruti Arora and Debendra Nath Dash. Published under exclusive licence by Emerald Publishing Limited